Household Addressable TV Advertising

July 24, 2012

See also: Addressable Advertising, Advanced Advertising

CIMM DEFINITION: “A form of Advanced and Addressable Advertising where a single ad placement can simultaneously feed different ads or versions of the same commercial to different households based on the attributes of the household. To protect consumer privacy, no viewing or personal information should be used in Household Addressable TV Advertising. Using a blind-match process, a trusted third party facilitates a linkage between the operator subscriber, advertiser and third-party databases, while removing any personally identifiable information (PII), to create a campaign targeting database that is rich in data to identify and construct target segments of households, while ensuring consumer privacy protection. As such, data used for Household Addressable TV Advertising follows best practices associated with consumer privacy protection in direct marketing campaigns.” (Source: Visible World)